TURN YOUR PODCAST INTO A CONVERSATION

PTC EPISODE 030

Let's have a conversation. People want to feel part of the discussion and not like they are sitting in a lecture. How do you create that atmosphere on your podcast?

1. Talk to me, not at me

2. Treat your audience as an audience of one

3. Let your listener live vicariously through you

4. Use your regular voice

5. Do everything in your own style

Talk To Me, Not At Me

When you are podcasting, talk “to” your listener. Don’t talk “at” her. You are not announcing. You are having a personal conversation and building a relationship.

Podcasting is an intimate conversation with one person. The conversation is typically one person speaking into a microphone addressing another single individual. There may sometimes be hundreds of thousands of people listening. However, they are all listening by themselves. Even in an automobile with others listening via communal speakers, the members of the audience are listening by themselves in their own head. Each listener is developing their own unique, mental images.

Have a conversation directly with that individual. Put your listener in the moment. Avoid addressing the group. Instead of using “hello everyone”, use “hi, how are you?” Make her feel like you are talking directly to her. It will make your podcast relationship much stronger.

Audience Of One

As you are creating your podcast, treat your audience like you are talking to each person individually. This is critical when creating a trusting relationship with your audience.

I hear many shows address their audience as a group with comments like “hello everyone” or “hey guys”. Each person in your audience is listening to you as an individual. Audio is a very personal medium. Many times, they are listening with headphones. It is just you and her. Talk to her just like that.

Addressing a crowd on the radio began when radio began. As radio was just being created, station owners needed content to broadcast. Radio programming began with rebroadcasting live, theater events. The person on the stage would address the crowd as “ladies and gentleman”.

As radio progressed, live audiences were eliminated. However, people on the radio continued to address the audience as a group. It was fitting. The family still gathered around the radio before television was introduced to the family room. An on-air personality could address the audience as a group and be justified in doing so.

Radio then became a personal medium. The television replaced the radio as family entertainment. In-car and headphones became the preferred method of radio listening. Each listener was now creating images and visions in his or her own head that were unique to their imagination. Their thoughts were different from those of any other listener. The conversation was now between the person on the air and the individual listening.

Unfortunately, radio personalities continued to address the listener as a group. ”It has always been done this way.” The disconnect began.

Podcasts are even more individualistic than radio. Most people select a podcast because of their own tastes. Groupthink does not play a factor as it would to select a movie or television show for the family. It is one person listening on their own to a show that interests them.

If you are talking to your listener as if they are in a group, using plural terms like everyone and you guys and you all, your listener will wonder who you are addressing. They will think, “You guys? I’m listening by myself. Who are you talking to?” In the end, they will not follow your call-to-action, because they will think someone else in your “group” will handle it. Talk to an audience of one and build that relationship with each listener individually.

Nobody like to be lectured to. Data and facts get dull & boring. Engage by being conversational. Tell stories. This is a converstaion, not a lecture

Vicarious

Can I Be You?

Vicarious. Voyerism. Eavesdropping.

Those are three main reasons people listen to your podcast. Tell stories to help fulfill those desires.

People dream about having a different (and usually better) life. They want to experience those things others are experiencing. The grass always seems greener on the other side of the fence. People crave living the lives of others.

Your listeners want to live vicariously through you. They want to experience your success. They wish they had the courage to do the things you have done. Your fans want to be you in some way or another.

Voyerism is a reason many people watch the shows they watch, listen to the stories they hear, or read the books they read. They want to experience the lives of others.

People eavesdrop on the conversations of others for the very same reasons. They can experience the life of others without the risk of faliure. Eavesdropping doesn't take the courage that it takes to actually live the life.

By telling great stories about your experiences, you help your audience fulfill the desire to live vicariously through you. If your show contains audio of your feats and experiences, you allow your audience to become the voyers they desire. When you interview people on your show, you allow your listener to eavesdrop on your conversation.

When you simply lecture as the content of your show, you fail to help your listener experience any of those three desires. Find new ways to deliver your material to your audience. You will make those important connections that turn into friendships. Those relationships will foster loyalty to your show. Your tribe will follow you wherever you go. That's a powerful thing.

Tell stories of self-revelation. See where it takes you. You'll be surprised how many people wish they could be you.

Use Your Regular Voice

The scoop is that fake announcer voice that you hear quite often. It's like a slow start with a gradual build.

“Wwwwweeeelllllcome to the big show.”

It sounds like your voice is going up and down as if it is on a yo-yo.

Real people don't talk like that. You are trying to build trusting relationships with your audience. You want to sound real and authentic.

When you sound like a supermarket announcer, you sound fake. Your listeners will find it hard to trust you, because they know that isn't really you. The audio they are hearing sounds like a character you are portraying.

Don't let your voice bounce like a ball. You can be excited and enthusiastic. You can also be real and natural at the same time. Just be yourself.

When the inflection of your voice bounces up and down, you will find it difficult to truly engage your listener. Be real. Avoid the scoop.

Create Everything In Your Style

Create everything you do in your own style. You can only stand out among all other shows when you create your own unique style. You must then make sure everything you do is consistent with that style.

Many new broadcasters try to emulate the style of their hero or mentor. They attempt to imitate the styles they hear from other broadcasters. Unfortunately, copying doesn't create a unique style. Copying typically creates a watered-down version of some other style. When creating your content, be yourself and find your own style.

Some of the greatest broadcasters didn't start the ascension to the top until they abandoned the attempts to broadcast in the style they thought others desired and began being true to themselves.

Oprah Winfreyquit trying to be a traditional news anchor. She also quit doing the typical tabloid, daytime talk show. When she began to create the show she always desired, she went to the top of the game.

Howard Sternbegan as a radio DJ sounding like every other radio DJ. He was playing the records and spouting the lines written by management while going nowhere. When Stern decided he was going to do radio his way, he began to make a name for himself. He also went to the top.

Rush Limbaughfollowed a very similar path. He had a cheesy radio name. He followed the format designed by somebody else. Limbaugh made every attempt to fulfill the typical radio DJ stereotype. He also got fired again and again. When he decided to broadcast in his style and true to his beliefs, he began his rise to the top.

Adam Corollamade his climb when he took full control over his style and show. He was climbing the DJ ladder in Los Angeles. Corolla had some decent television work. He then decided to create his own show in his own style via podcast. That began his rise as one of the biggest podcasters in the world.

All of these broadcasters made the decision to stop copying others. They all created shows that were true to their style.

They each also stay true to their style in everything they do. You will never hear Rush sound like Howard. You'll never mistake something Oprah says as something Adam might say. Being true to their style isn't something that takes

EPISODE 29 – MORE PODCAST LISTENER INTERACTION

Many podcasters ask me how to get more listener interaction with their show. How can you get more listener feedback and comments? We need to transform your information into engaging entertainment. When your content is engaging, people take notice and take action. If you want your listeners to interact more with your show, make your content engaging.

When you tell stories on your podcast, you reveal things about yourself. Vivid details are critical elements of great storytelling. You are creating theater of the mind. Draw pictures in the mind of your listener.

Details are more believable than generalities.

Details reveal specifics about your thoughts, beliefs and character.

Details put your listener in the moment helping them envision your story in their mind.

Garrison Keillor, in one of his “Stories From Lake Wobegon”, describes a woman who endures crushing loneliness and town gossip. Keillor says, “She got into bed with a dying man – so she could sing 'Abide With Me' in his good ear”. You can see the details in your mind. Envision the man's hearing aid. Can you hear the song? There are so many details in that sentence, many of which aren't even described.

Lake Wobegon is a fictitious place, yet is believable due to the details. The story details reveal what Keillor finds amusing. The story is also vivid enough that you can see it in your mind.

That's the wonderful thing about audio. Everyone sees their own personal, mental images in their own way. Those differences add to the enjoyment and entertainment of the story. Each listener can enjoy the unspoken details in their own way. They are not at the mercy of the interpretation of a movie director.

Tell great stories. Use vivid details. What did you reveal today?

1. Tell me great stories

I'm not simply talking about your integrity. By character, I mean all of the attributes that create you, as in character in a play.

The purpose of your show is to attract an audience. Whether you want to monetize that relationship, encourage a call-to-action, or simply create an audience for your ideas, creating the audience is where you begin.

The stories you choose to tell reveal how open you are to others. Your openness is a sign of trust. Trust is a big piece of a relationship. Reveal things about yourself through your stories and you'll begin to build trust with your listener.

The details you include tell your listener what you value. If the listener feels you value things they too value, you solidify the relationship. People like to hang out with similar people. If your values are opposite of your listener, you may also attract them. It is like a love/hate relationship. They may dislike it, but they continue to listen. This often happens when talking politics.

What you find entertaining will be evident by the stories you tell. Since people like other people who have similar tastes, revealing those things you find entertaining will also build the relationship.

Stories also have the power to demonstrate your vulnerability. Stories can show that you are a real person. Your listener will see you as approachable. They also may begin to see you as a friend. That is when true relationships begin to form.

Next time you watch a late night talk show, notice how the great, memorable interviews contain great stories. Interviews that focus on facts and information rarely cut through. Those guests come off more as a lecturer than as a friend. The guests that tell stories appear more personal, warm and friendly. Their stories reveal things and help you feel like you know them personally. Take note next time you watch.

Foster a relationship with your listener by revealing things about yourself through stories. Stories will define your character.

2. Put your audience in the story

If you truly want to engage your listener, put her in your story. This doesn't mean create a fictitious part of your story where she becomes a fake character. Include details that are so vivid that your listener feels like she is right there in the moment. Stir the passion within your listener with great emotion.

You have probably seen a movie like “Silence of the Lambs” where you completely lose awareness of your surroundings as you’re sucked into the scene. It may have been a movie like “Casablanca” where they say goodbye at the very end. Those are two great stories that put you right there in the moment.

Stories told by great storytellers do the same thing. Garrison Keillor is probably one of the best storytellers of our time. When listening to this story, you can see the guy Keillor describes in a few short seconds. He includes great lines like, “… In the midst of drinking a Bombardier at the Moonlight Bay Supper Club and she’d gone off with him to the Romeo Motel.” The story is short, yet the details are vivid.

If you can create details so vivid that your listeners can almost feel them, you can truly put her in the story. Your listener will be fully engaged. That is where information becomes entertainment. Strengthen your relationship with your listener at every opportunity. Put the audience in the story.

Create a movie and put your listener in it

3. Make them forget they are listening to a podcast

When your audience is listening to your podcast, make them forget they are listening to a recording. Take them to another place. Make your storytelling so strong that their imaginations put your listener in another time and place. That's what great storytelling is all about. That's what great relationships are all about.

People seek entertainment to escape from reality. They want entertainment like movies, concerts, television, radio and podcasts to make them forget about all of their problems. Entertainment that succeeds will take the audience member to some other place and time.

When you record your podcast, you need to create that wonderful theater of the mind. It doesn’t matter if you’re reading fiction or talking about gardening, put your audience in the moment. Make your listener forget they are listening to a recording.

4. Intrigue & Suspense

What will happen next

Anticipation is a key feature to storytelling. Your story should build just like a good plot builds in a movie. You need to make your audience anticipate the content that is on the way. It is like a vacation you are planning to take. The fantastic anticipation for the trip is almost as pleasurable as the trip itself. You can't wait for the trip to arrive. You want your listener to feel the same way about your content. When they can't wait for the story to arrive, you have created some great content.

Teasing is the art of creating anticipation for your audience to entice them to stick around for the payoff to your setup. It is a critical element of your show. Teasing helps create momentum for your podcast.

When you promote parts of the show that are coming up, you must creatively tease your audience. You must give them a reason to stick around. It isn't enough to simply say, “A great story about this weekend is coming up.” Few will stick around for the payoff. Tease. Create anticipation. Instead, use something like, “You're never gonna believe what I found in the attic this past weekend.”

The evening news does a wonderful job at teasing. Create anticipation. Tease me.

5. Use active language

Your details should contain active language. Words like walking, carrying, and eating are current tense. They create images in your mind. You can see a clown walking. If I am telling a story about a clown that walked, using the past tense, it is more difficult to envision in your mind. It already happened. He isn't doing it anymore. I can see walking. I can't see walked.

When you use active language, your story comes to life. Use rich, vivid words that will draw fantastic pictures in the minds of your audience. “The old man, small and fragile, came slowly walking into the art shop gingerly carrying the tattered, leather-bound, black-and-white photo album he had been saving from his depression-era childhood.” You can see the old man. Active language paints those photos.

I'd love to help you with your podcast. E-mail any questions or comments you might have to [email protected].

You can also find tools to help you create great content at www.PodcastTalentCoach.com.

Let's turn your information into engaging entertainment.

EPISODE 28 – BUILDINGYOUR PODCAST BUSINESS

Most every podcaster has the desire to turn their podcast into a business. Though some podcasters treat their show as a hobby and an outlet for their passion, many reach a point where they wish to monetize their efforts. Podcast profits are possible in many forms when podcasters get creative.

Most podcasts do not generate enough cash to stand alone as a business. There are ways to generate revenue from the podcast, such as advertising and sponsorships. These methods typically bring in money in direct relation to the size of the audience. It is traditionally called CPM, or cost per thousand. (M is mille - Latin for thousand, M is also the Roman numeral for thousand.)

There are two primary issues with relying on advertising as your primary revenue source.

The first downside of CPM is the direct relation of hours to dollars. When you stop putting in hours, you stop taking out dollars. When you stop creating the podcast, the revenue stream stops as well. When you exchange hours for dollars, that is called a job. When you create something one time and it generates a continuous stream of income, that becomes a business.

Limited inventory and revenue is the second problem with advertising. There is a limit to the amount of sponsorship time possible within any particular episode. If your podcast is an hour in length, how much advertising could the show possibly contain? Two sponsors? Four sponsors?

At some point, the adverting becomes a negative to the audience. This is the issue terrestrial radio is facing. The commercial time has expanded to a level that is negatively affecting time spent listening to radio. Stations are hoping listeners will sit through 12 minutes of commercials on music stations and nearly 20 minutes on talk stations. People are looking for other content that does not force feed them content they do not desire. This is where your podcast will thrive.

You can turn your podcast into a business by developing a suite of products. Brendon Burchard, the author of "The Millionaire Messenger" and creator of Experts Academy, describes it as an integrated product suite. The podcast attracts a group of followers without wasting their time. Your content and message builds a friendships. Listeners begin to know, like and trust you.

Once you have built a loyal group of listeners that trusts you and your message, you can ask them to join your list in exchange for something free. This gets people to take the next step to become engaged with your brand. I use this with free worksheets, videos and other content. Fans give me permission to e-mail them pertinent, valuable content. The additional free content continues to build the relationship.

After delivering content over time, you can begin to monetize the trust you've built. Start by asking your fans to purchase a low end product, such as this workbook. The low end product doesn't cost much. It is simply a purchase to break the barrier to make your fan comfortable doing business with you. Your listener can risk $20 to see if your products are as good as you say. Again, we are building more trust.

If you could sell 1,000 e-books at $20 each to your audience of 10,000 listeners, you would generate $20,000 in revenue.

Let's compare that to the CPM model. The average CPM in podcasting is around $25. Using that same 10,000 listeners, your CPM factor would be 10, because you have ten “thousands”. $25 CPM x 10 “thousands” equals $250 per episode sponsorship. Two sponsors per episode would generate $500 per episode. Producing 50 episodes per year would then bring in $25,000 annually. That is just a little better than the e-book model.

There is a big difference between the two methods. With the e-book, you write it once. It then continues to generate revenue. You must create your podcast every week to keep the revenue flowing. At the beginning of the next year, your podcast starts over again. Your e-book continues to sell with little additional effort. You can also write another book to begin doubling your revenue.

The next step is a mid-range product. This would be something in the $200 range. While you continue to deliver great, free content and your book continues to sell and build trust, you can then produce your mid-level product. At some point, you will ask for that sale. Convincing 100 of your 10,000 fans to purchase your $200 product will generate $20,000. We are talking about converting one percent of your audience at this level.

This style of product layering continues as you build your business. It is all based on the relationships you are creating with your podcast. You are building trust with your podcast. The fantastic, free content allows your fans to know, like and trust you. Your podcast is the foundation of your business.

Your podcast is not your income generator. The relationships you have build with your audience becomes the conduit to create income. Your friendships will be the basis on which your business is built. We will turn those relationships into a suite of great products centered around your content.

“Entrepreneur on Fire” with John Lee Dumas is arguably one of the most successful recent podcasts in terms of revenue generation. John releases a daily podcast 365 days a year. He has been able to monetize his podcast at a high level using sponsorships. In fact, he posts his monthly income report at www.EntrepreneurOnFire.com/income. According to his site, Dumas generated $39,400 from sponsorships in December 2013.

Even at that level of success, John Lee Dumas has other products. At nearly $40,000 a month, his show is bringing in almost half a million dollars in annual sponsorship revenue. If you examine the income report, advertising within the show isn't even the largest source of income during the month of December. Entrepreneur on Fire generated $52,763 with John's “Podcasters' Paradise” program.

In total, Dumas lists 7 different revenue sources on his income report. These include a mastermind, sponsorships, an ebook, an audiobook, his program, one-on-one mentoring and affiliates. This is a great example of a suite of products. The entire program is built on the foundation laid by his podcast.

If you hope to build a business around your podcast, begin by developing your product suite. Brainstorm the various products and services you can create. Make a list of five to ten products that will begin to generate revenue for you. Then, start creating the one that will be quick and easy. This is where your business will begin to take shape.

Your entire business will be built around your podcast. This is where people will begin to trust you. Everything described in this workbook up to this point has been designed to get your audience to know, like and trust you. Only when we reach that point can we begin to monetize the show.

You are creating a relationship with your audience. The more you reveal about yourself on your show, the more you create influence through friendship. Your sales will be built on the trust you are developing.

Help your audience. In sports coaching it is often said that players will not care how much the coach knows until they know how much the coach cares. Show your listeners you care by helping them solve their problems. Develop that friendship.

Once your friendship is built, your listeners will begin to move through your product funnel.

Your product funnel is just as it sounds. We bring many people into the big end of the funnel. As they move through, the price goes up until only a few come out the small end. Your podcast and other free content is at the big end of the funnel. As we move to the low-tier $20 product, we lose a group of listeners. We then lose another group when we progress to the $200 product. Listeners continue to move along the funnel until we have a few dedicated listeners playing thousands of dollars at the small end of the funnel.

You cannot begin at the middle of the funnel. People do not begin by buying your $200 without knowing anything about you. The entire funnel is based around your podcast and the relationships you are creating.

Though your podcast will not be your primary revenue generator, it will be the foundation for your business. This is where it all begins. Make it great. Tell the truth. Make it matter. Have fun. Before you know it, you will be building great friendships on the way to an amazing business.

This week:

• Develop your free bonus content

• Launch an e-mail database like Aweber or Mail Chimp

• Brainstorm a low-tier and mid-tier product you can create

I'd love to help you with your podcast. E-mail any questions or comments you might have to [email protected].

You can also find tools to help you create great content at www.PodcastTalentCoach.com.

Let's turn your information into engaging entertainment.

CONFIDENCE TO BEGIN A PODCAST

I'm Erik K. Johnson, founder of Podcast Talent Coach. I help people refine their content to transform their information into engaging entertainment so that they can convert their podcast audience into powerful, profitable relationships.

Have you ever struggled with your confidence to launch or record an episode of your podcast? Have you worried that you were just pretending to know what you're doing? That someone might find out that you didn't really belong amongst the podcast professionals?

I've been there. I was at that point when I started in broadcasting. While in college getting my degree in architecture, I became a party DJ to make some extra cash. Music had always been a big part of my life. I had been a musician since I was 11. However, I had wanted to be an architect since 6^th grade. Getting my architecture degree was never in question.

Around my junior year of architecture school, I started becoming disenchanted with the field. It was then that I picked up a part time summer job at a radio station where my brother worked. Just to make some extra cash. As my passion for architecture waned, my passion for radio grew. Next thing you know, I'm taking classes in the College of Journalism and becoming the music director of the college radio station.

My music director position at the college station turned into another part time commercial radio job. That position eventually became full time.

Architecture was still part of my life. I was nearly done with my degree and didn't want to throw it all away at that point. So, I finished my degree in architecture and continued to work in radio. Oddly enough, my only architecture job came while I was still in high school.

When I began in radio, the impostor syndrome heavily kicked in. I had an architecture background. What right did I have to be on the radio? Who was I to think I was in a position to be amongst these radio guys who had been doing it for many, many years and had paid their dues. I felt like I was playing dress up and pretending to be one of them. It took me years to get over that and build the confidence to perform on a daily basis.

After doing it for 25 years, I got to the point where I was programming multiple radio stations at the same time. Some of those station were recognized with national awards from the National Association of Broadcasters. The stations ranked #1 quite often. My own show was regularly #1. I built the confidence within myself to deliver content that was compelling and connected with my audience.

When I launched my podcast, I quickly went back to the beginning. The imposter syndrome kicked in again. Who was I to think I could build a successful podcast amongst these greats that had been doing it for years? Dave Jackson at the School of Podcasting has been podcasting since 2005. I'm just starting. How can I possibly think I belong in the same arena as Dave?

Then, I started thinking about my story. I had been here before. That helped me shake the impostor syndrome and put out my content.

That's what I want to help you do. I want to be that cheerleader for you if you don't have the history that I have to overcome that little voice inside your head doubting your ability. You can do it. You belong. You have just as much authority on your opinion as anyone. Let's get it out to the world.

It is fairly simple to set up a mic, mixer and laptop, load up some software and record some audio. Setting up a website with Wordpress, creating a Libsyn account and posting a show isn't very complicated. Even if you are not very technically savvy, there are great people like Dave Jackson and the School of Podcasting that can help you with every step along the way. He even has a great class at www.HowToPodcast.com. You'll have a podcast launched in 6 weeks.

Creating the platform is only the first step. Creating great content is up to you. Your content isn't something you can outsource. You need to find the confidence to put your thoughts and feelings out into the world.

How do I bootstrap to begin? Make it simple. Get an inexpensive microphone, like a $60 ATR-2100 or a $99 Blue Yetti. Pick up an inexpensive mixer like a $99 Yamaha 4-channel. Get a free Wordpress site. Create a Libsyn account for $15 a month. You'll need a computer and some free Audacity software. If you already have a laptop, you're up and running for under $200. Again, Dave Jackson has a whole list of recommendations for you at www.SchoolOfPodcasting.com. I leave the technical stuff up to him.

My goal is to transform your content and beef up your confidence.

So, how do you define your niche? Will anybody really care? It is easy for the impostor syndrome to sneak in here. Your internal impostor will tell you nobody cares about that topic. Your niche is too small and nobody will come. You'll be talking to yourself.

Fight it. Your niche size doesn't matter as much as the passion of the niche community. If you have a group of people that are passionate about and loyal to a particular subject, run with it.

The more narrowly you target your niche the better. If you are interested in fishing, pick a small niche. If you love fly fishing, but create your show around fishing in general, you will find it tough to build loyalty. If your show is only on fly fishing, you will primarily attract those interested in fly fishing. The niche is smaller than fishing in general. However, every show will be of interest to your audience.

If your show is “the Fishing Show” and all about fishing, you'll be hit and miss. One week you talk about fly fishing. The next week you discuss deep sea fishing. Now, you fly fisher friends only get what they seek on occasion. You aren't catering specifically to them. People will only check our your show now and then. You will find it difficult to build a passionate tribe.

The audience for “The Fishing Show” looks like a bigger audience than “The Fly Fishing Show”. But, it is deceiving. The passion lies in the niche.

Be confident in your topic. You will start slowly. But, it will grow. Stay the course.

How do you get ready? How do you overcome the pre-launch jitters? Planning your podcast will help relieve a bit of the anxiety. If you know where you're going, you can stay focused on the goal and fight through the self doubt. Plan your show before you begin.

Let's discuss the 5 Speech class basics and how they pertain to your show.

1. Lead with a provocative point – capture their attention right at the beginning.

2. Dazzle with details – make the story come to life.

3. Take the first exit – Get out when you have the first opportunity.

4. Don't repeat yourself and overstay your welcome – In talk radio, it's called the call circle.

5. Include a call to action – this is the whole reason you're doing a podcast and creating a tribe.

Have confidence in your content. Fight the impostor syndrome. Do all you can to push forward and get your content out.

When you plan your show, it makes it easier to stay focused on the goal. Know what you hope to communicate on this episode. Lay out how you plan to communicate that information. Then, define your intro, details and exit. Define your call-to-action and determine where you plan to incorporate it into the show.

Now, all you need to do is record the show and post it for the world to hear. The more work you do ahead of recording, the easier it is to believe in yourself while the show is rolling. Remember, because it is fun is the main reason you are podcasting. Enjoy the process.

This week, plan your show.

Determine the topics for the show.

Lay out your intro, details and conclusion for each topic.

Define your call-to-action.

You can find a free show prep sheet online at www.PodcastTalentCoach.com.

Let me know how I can help. E-mail me at anytime at [email protected].

Tell the truth, make it matter and have fun.

Consistent Podcast Brand Message – PTC Episode 026

New Media Expo 2014 in Las Vegas at the beginning of January was an amazing experience. Every podcaster I met was interested in sharing the knowledge. I discovered many new podcasts. The best part of the event was meeting so many fantastic people.

One common theme came to light as I listened to so many people sharing their ideas. Podcasters are always looking for new things to talk about on their show. They want to keep their content fresh.

It is understandable that podcasters want to continue to deliver new content. You want to keep your listeners returning for new ideas. Delivering the same message over and over may get boring and stale. However, when you stray too far from the core message, you run the risk of diluting your brand.

There is a podcast about business and marketing. I would listen to it on a regular basis. This went on for a few months.

I began noticing the show would post inconsistently. Sometimes it would be weekly. Other times a new episode wouldn't show up for a month. I never knew what to expect.

The show as hosted by two people in different locations. During some episodes they would talk about hiking. There were times they would discuss the weather differences between the two cities. Many times the discussions were not pertinent to the topic of business.

The hosts would also answer all sorts of questions that came in, regardless of topic relevance. It sounded as if they answered every e-mail they received. There was such a variety of topics that I sometimes wondered if they changed the focus of the show.

I had come to this show to learn something about business and marketing. The show looked like it might have some information I could use in my business. Unfortunately, it seldom delivered on the promise of the show brand. The show was too inconsistent.

Eventually, I unsubscribed.

There are hundreds of podcasts about business and marketing. If you want to stand out from the crowd, you need to be unique, be the best, be exciting, and be consistent.

Frequency to the target is the way to get your audience to remember your show. So, how can you be unique and consistent at the same time? How do you deliver a consistent message without getting boring or stale? How can you keep your content fresh while delivering the information your audience expects from your show?

There are five ways to deliver a consistent message with your podcast without getting stale.

1. Say the same things with different words.

Find different ways to package your message. Keep the brand message consistent. Simply find new ways to illustrate your point.

On The Dave Ramsey Show, Dave teaches his seven baby steps to get out of debt and build wealth. His entire show is based around those seven steps. Nearly every call and question comes back to one of those steps. He has built an empire and 20-year radio show around seven steps. It's the same thing on every show. Dave simply finds new ways to illustrate the method. Consistent message. New ways to say it.

When looking for new ways to frame your brand message, you could approach the subject in many ways. It could be from your point of view or the listeners point of view. It could be in relation to the elderly or young. You could describe it through the eyes of somebody from another country or somebody that speaks a different language. How would the rich and poor see it differently? Describe how a beginner might use your information. Then, describe it from the standpoint of a professional. Those are ten different ways to communicate the same message using different words.

2. Give it context

Day O'Day is one of my mentors. I have been to many of his seminars and purchased quite a few of his products. He works with radio people in crafting their sales message and production values.

In one of his presentations, Dan gave a fantastic example of context. Dan asked, “Is it wrong to take medication from a coworker's desk?” How would you answer that question?

Then, Dan gave the question some context.

What if someone in your office was having a heart attack and that medication was the only thing that could save them?

That is the definition of context. On the surface, sure, taking medicine is wrong. Give the story some context, and you might just change your mind.

3. Decide on the perspective for the story

What is your position on the subject? Take a stand. If you don't care enough to be on one side or the other, how can you expect your audience to pick a side and care?

What do you hope to communicate with this topic? What is the one thing you want your audience to remember about this episode? Answer those two questions and you will begin to define your perspective.

Pick an angle that will really make the story stand out. If you are discussing hunger in Africa, you could tell the story from the point of view of an energetic volunteer, a hopeless child experiencing it firsthand, a frustrated government worker fighting the buracracy, or an immigrant to this country who has discovered new hope. Different perspectives communicate different messages.

4. Communicate with passion

Love what you do. It is much easier to find different ways to say the same thing when you love what you do. Be passionate about a topic, and you'll be able to talk about it all day long.

Excitement and passion are contagious. If you are excited about your topic, your listener will be engaged and excited as well. Have you ever met that person that was so excited to talk about a subject that you found yourself getting sucked into a conversation that wouldn't have had any interest to you at any other time? 30 minutes later you realize you're still talking about the same subject.

Make them love you or hate you. Either way you are making them care. The middle is boring. Nobody has ever said, “Wow, did you hear the show today? He really had no opinion one way or the other.” Push people to pick a side. You will make the emotionally vested in your show.

5. Sell the sizzle

Consumers don't by products. They buy the benefit of those products. People don't want products and services. They want their problems solved. What problem will your product or service solve?

People will buy the results and benefits of your product or service.

Be consistent with your benefit message. Find different ways to deliver the message of your benefit in different ways. We are transforming your information into engaging entertainment. Information sounds like a boring message. Let's juice up your content and make it engaging. Sell the sizzle.

I'd love to help you with your podcast. E-mail any questions or comments you might have to [email protected].

You can also find tools to help you create great content at www.PodcastTalentCoach.com.

Let's turn your information into engaging entertainment.

Podcast Brand Positioning – PTC 025

At NMX 2014 in Las Vegas at the beginning of January, I discovered a ton of great podcasts and met many new, fantastic people. Here are a few of the new podcasts I've been enjoying lately.

• “The Feed” with Elsie Escobar, Libsyn's podcast
• “Unpodcast” with Scott Stratten & Alison Kramer
• “Penn's Sunday School” with Penn Jillette
• “Fat-Burning Man” with Abel James
• “The Solopreneur Hour” with Michael O'Neal
• “Beyond the To Do List” with Erik J. Fisher
• “Podcast 411” with Rob from Libsyn

As I was listening to new podcasts, I heard one particular show get concerned over a critical review he received from anonymous individual. I understand podcasters are concerned with reviews. Your show is your art. It is your baby they are calling ugly.

Please remember, one listener is such a small percentage of your overall listenership. There will always be somebody critical of you and your point of view. If you have 100 listeners, that is only 1% of your audience.

If you have people commenting one way or the other, positively or negatively, at least you are making them care. Trying to ride the fence is a lonely place. Stir some emotion.

Your firm dedication to your position is critical for your brand. Stand for something. Politicians aren't trusted, because they constantly change their mind.

Be concrete in your beliefs. If you love something, shout it from the rooftops. If you really dislike something, be open about it. Either way, stand your ground for the health of your brand.

On the show this week, we discuss ...

7 Ways To Protect The Positioning Of Your Podcast Brand

1. Talk about what you care about - Find topics that excite you

2. Show prep – Know your position

3. Have a goal for every episode – When listening to “Smart Passive Income” with Pat Flynn, Pat said podcasters and speakers should always ask, “What transformation do you hope to have happen for your audience?”

4. Make it interesting by being interested – Even with guests

5. Don't take the first idea, work a topic

• Various things to do with a topic

• Doesn't always have to be an interview

• Parody song, skit, long form report with natural sound (experience), demonstration

6. Never be boring – Do something unexpected

7. Have a strategy – Not only what you hope to accomplish, but how to accomplish & how it affects the brand.

Shout out to Kathy Kelly at “Special Mouse” podcast. The show is described as “Disney parks and travel planning for guests with a wide variety of health issues and special needs.” www.SpecialMouse.com.

Mario from www.210LocalMedia.com. This show is described as “Art, music, film & entertainment around San Antonio, Texas.”

I'd love to help you with your podcast. E-mail me any questions or comments you might have to [email protected].

You can also find tools to help you create great content at www.PodcastTalentCoach.com.

Let's transform your information into engaging entertainment and your podcast into powerful, profitable relationships.

Making Your Podcast Brand Stronger

Review your show on a regular basis. Actually listen like a listener. That is the only way to improve.

Many hosts finish recording a show and think, “That was pretty good. What’s next?” They might recreate parts of the show in their head to determine what might make the show better next time. Usually, there isn’t much time spent actually reviewing a show. There are so many other duties to handle. It’s on to the next thing, which is probably editing, posting, and promoting the show.

In order to make your podcast better, you need to spend quality time listening to the show. Play it back. Grab a pad of paper and write down the parts that jump out at you. Jot down the “oh wow” moments. Take note of the sections that didn’t work exactly as you planned.

In this episode, we cover the questions outlined in the Podcast Talent Coach Show Review Worksheet. Those questions include:

What did you hope to accomplish on this show? Did you succeed?

How did you make the audience care?

Where were the “oh wow” moments?

Where were the surprises?

What were the powerful words you used?

What did you like about the show?

What was memorable about the show?

What worked?

What could have been better?

How did you position the story from the listener's point of view?

How did you include the listener, making them part of the story?

At what points did you introduce and reset the show/topic?

How did it appear you were prepared for every element?

What did you reveal about yourself to help foster the relationship with the audience?

What stories did you tell?

What details did you use that were spectacular and visual?

Where did you use active language? (walking instead of walked, eating, not ate)

What crutches do you use that need to be removed?

What is your plan to make tomorrow better?

I'd love to help you with your podcast. E-mail any questions or comments you might have to [email protected].

You can find this worksheet and other tools to help you create great content at www.PodcastTalentCoach.com.

Let's turn your information into engaging entertainment.

THE POWER OF YOU

This week is a little self-reflection. I'm not sure I'm doing my job with my message and serving you as well as I can. Is my communication cutting through in the correct way?

This past weekend, I attended the New Media Expo (NMX) 2014 in Las Vegas. I had an incredible time and learned a lot. The inspiration I receive by attending these conferences is amazing.

The only thing more incredible than the inspiration is the friendships. Mike & Izabela from Music Radio Creative held a meet up at an amazing wine cellar within the Rio Hotel & Casino in Las Vegas. We all had an incredible time mingling with other amazing podcasters. Mike & Izabela held the gathering in a room of the Wine Cellar & Tasting Room at the Rio. It was like sitting in their living room with couches, chairs and end tables near a bar filled with wine and cheese. The intimate setting really spawned some great discussions.

During the meet up, I had the chance to sit down with Kenn Blanchard from "Black Man With A Gun", Dave Jackson from "School of Podcasting" and Rem Lavictoire from "The Sci-Fi Movie Podcast". We had a great time sharing stories about our lives and podcasting. It was a gift.

Kenn mentioned to me that he wasn't sure how my podcast would be received. He said I was so passionate and determined about my style that he felt it might turn some people off. I loved the feedback. His words really got me thinking.

I stepped back and assessed my message. Is my message really being communicated they way I hope it is? That leads us to the podcast this week.

My message is all about you. I never want to tell you how you should do anything. I want to show you ways it may be done and let you decide. I want you to be you in a way that only you can do it. It isn't a prescription. It should be a thought starter.

There are a few things I wholeheartedly believe about any podcast, such as podcasts should be built to attract and grow an audience. I also believe every podcaster should be their own unique self. How that happens should be completely up to you.

Today, we discuss the power of you. Many thanks to Kenn Blanchard for showing me the path. His insights are cherished. Check out his NMX2014 session with the virtual ticket if you have the chance.

Here are the 8 facets of the Power of You.

1. Be yourself

Only you can be you

Don't simply copy somebody else

2. Stick to your beliefs

Be true to yourself

Can't consistently be something you're not

Hard to fake it without tripping up

3. Tell the truth

Honesty fosters relationships

4. Use your personal style

To make your show unique, add your personal style

Do it in a way that only you can do it

5. Stories define your character

Listeners will learn about you with stories

Stories breed friendships

6. Have fun

People don't simply want info, they want entertainment

Much more fun to learn when the content is entertaining

7. Be consistent

People know what they like and like what they know

They want to know what to expect when they listen - Deliver the goods every time

8. Be memorable

Own your category - When they think of your category, they think of you

Don't want them to casually listen then go away

Hard to monetize your activities if you are not top-of-mind

Most marketing is focused on top-of-mind awareness and a strong call-to-action

Call-to-action is powerful when you are the first one that comes to mind

This week …

Review two of your shows to see if you are being yourself

Find one personal story to include in your next podcast

Do one thing in a way only you can do it and make it memorable

I'd love to help you with your podcast. E-mail any questions or comments you might have to [email protected].

You can also find tools to help you create great content at www.PodcastTalentCoach.com.

Let's turn your information into engaging entertainment.

Creating Powerful Relationships with Your Podcast

It has been said may times before. People do business with people they know, like and trust.

To make your podcast successful, you must create meaningful, powerful relationships with your listeners.

In this episode, we review five of the many ways to improve and foster your listener relationships.

Their Voice Will Always Be More Meaningful

One major purpose of your podcast is to foster relationships with your listeners. Many podcasters use e-mail, texts, tweets and posts to interact with their audience. The podcast host typically reads these on the air.

Unfortunately, using these methods of communication puts distance between you and your listener. It is much more compelling to hear the words of another individual in their own voice than it is to hear someone else tell the same story (or ask the same question). Written word loses the passion when it is read from an e-mail. The inflection, meaning and emotion is always different when read by another individual.

A scripted e-mail lacks spontaneity. When read, an e-mail will always make less of a connection than your listener actually asking the same question in their own voice. Less of a connection equals less of a relationship.

Be creative in finding ways to use the voice of your audience. You might use voicemail or ask listeners to submit audio questions through your website or by e-mail. You could record questions using a “man on the street” style with a quality, handheld recorder.

There are various ways to capture the voice. Be creative. Stockpile some great questions that you can use over the course of a few shows to cut down on the work it takes to collect the questions. Begin creating meaningful relationships with your listener by using their voice. Their voice will always be more meaningful.

Assume Your Listener Is New

The opening of your podcast should explain the purpose of your podcast and let your listeners know exactly what to expect as if this is the first time they have ever heard the show.

A well-crafted introduction serves two purposes.

First, it tells the brand new listener who is hearing the show for the very first time exactly what to expect from the show. Second, those that have heard the show before are confident that they are in the right place.

Your audience size is always changing. It is either growing or shrinking. The direction of the movement is your choice. Always work to grow your audience.

Your show will always lose listeners for various reasons. Sometimes they no longer have a use for your content. Sometimes other shows take the place of your show. Maybe they got a new phone and simply didn't subscribe again. The size of your audience is always changing.

Since listeners are always moving through the “out” door, you need to continuously work to bring listeners through the “in” door. Always work to find new listeners.

As new listeners constantly join your show, treat each episode like it is your first, because it could be the first episode for your listeners.

Your Listeners Deserve a “Thank You”

Thanks for listening. I appreciate the help you give me.

It is such an easy way to strengthen your relationship with your listener. Time is something your listener will never get back. She has just chosen to give it to you.

Show your appreciation. If your listeners know you are honestly grateful for their time, you begin to strengthen your relationship. The relationship is a two-way street.

You must be honest and authentic. You can't thank them in a gas-station-attendant-I'll-never-see-you-again kind of way. You must deliver it from the heart. It should be the kind of thank you that you would give a stranger who stopped to help when you ran out of gas.

Your listener is your lifeblood. Your audience is the reason you exist. Without your listener you have no show. She has many, many choices when allocating her time. Let her know you appreciate her for spending her time with you.

Thank you for giving me your time. You have done a ton for me just by being here. I truly appreciate you.

You vs. Me

Great marketing is like a mirror. It is a reflection of the customer, not of the company. Great products that use great marketing are focused on the needs, wants and desires of their customers. To make turn your podcast into a great brand, focus on your listener and not on yourself.

Scheels had a great commercial for their snowboarding gear. The commercial was completely focused on the lifestyle of the snowboarder. It didn’t feature all of the great salespeople or wide aisles in the store or sale prices. The commercial was a mirror reflecting the customer.

To turn your information into engaging entertainment with your podcast, focus on the listener. Use words like “you” instead of “I”, “me” or “we”. Convey your content from the point of view of your listener. They will feel appreciated. They will be engaged. Your podcast will become a relationship. Success will follow. When it is You vs. Me, always pick you.

Be On Their Level

When you're creating a relationship with someone, you never want to act as if you are better or above the other person. Even if your position allows you opportunities that your counterpart may not receive, you must be humble about those experiences. People like other people who are similar to themselves.

Take the approach of “I've been there and know what you're going through.” You will empathize with your listener. When you come off like “I know everything”, you appear condescending. Nobody likes a know-it-all.

Show respect for your listener and her problems.

Because I am on the radio, I often get the incredible opportunity to meet many musicians. If I were to brag about these fantastic experiences, I would appear arrogant. It would sound as if I believe I was better than you. You probably wouldn't find it easy to like me much.

Maintain your humility. Keep yourself on the same level as your audience. If you have an opportunity to interview someone famous, be as honored and excited as your listener would be.

You are building a relationship with your listener. Be likable. Be on the same level as your audience.

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I'd love to help you with your podcast. E-mail any questions or comments you might have to [email protected].

You can also find FREE worksheets and other tools to help you create great content at www.PodcastTalentCoach.com.

Let's turn your information into engaging entertainment.

Where is your podcast going in 2014?

A goal is a dream with a deadline. What are you dreams for the next year? If you don’t have a map & destination, you’ll only wander. You'll never get anywhere. Let's be specific and set some deadlines.

What is the one big thing you want to accomplish over the next year? Develop little steps to get there. Break the big goal into bite-sized pieces.

If you create a weekly show, you only have 52 shows over the next 12 months. It may sound like a lot. However, you need to be intentional to reach your goals.

What is your call to action within your podcast? How can we make that call-to-action more effective? Where are you sending your listener each episode to get more info? Be specific and write it down.

Are you monetizing your podcast? There are many possibilities, such as books, speaking engagements, seminars, affiliates, products and more. If you have yet to monetize your podcast, schedule your time to create something powerful. Be sure to include deadlines.

Do you interview guests on your show? Create a list of guests you’d like to get on the show. Be brave and reach out to those people. Let's get them on the show. Give yourself a goal with a deadline.

Are you effectively planning each show before you begin? Sometimes it is difficult to get motivated to record your show on a regular basis. Plan ahead. Download the planning worksheet at www.PodcastTalentCoach.com. When you lack motivation, revert to plan you've already created.

Are you reviewing your show on a regular basis? To get better, you need to look at game tape. All great sports teams review tape of previous games. You should do the same. Again, get the worksheet at www.PodcastTalentCoach.com. Finding someone that can help you honestly review your show will help as well.

The next year can be huge for you if you plan. Set deadlines to turn your dreams into goals. Be sure to find balance in all areas of your life.

Take some chances. Go for the big interview or launch a product. Dream big. You might just reach your dreams.

I want to thank you for a tremendous 2013. It has been quite a success for me. I've launched the podcast to great success. Many have downloaded my worksheets and purchased the Podcast Talent Coach workbook. It has been a blast. I couldn't do it without you.

I do want to thank a few people for the 5-star reviews on iTunes.

• Kenn Blanchard at “Black Man With A Gun” podcast - http://kennblanchard.com
• Ed Long at “Doing Good Matters” podcast -http://seriousgivers.org
• Darren Dake at “Engaging Life & Leadership” podcast -http://darrendake.com

I hope to see you at New Media Expo in Las Vegas in January. Let me know if there is any way I can help you with your podcast. E-mail me anytime at [email protected].

Have a fantastic 2014.